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International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
International Congress of Applied Psychology in Melbourne
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International Congress of Applied Psychology in Melbourne

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Wyniki badań "Płeć a gratyfikacja potrzeb przez media masowe" Autorzy: Joanna Głuskowska/Tomasz Rowiński

Wyniki badań "Płeć a gratyfikacja potrzeb przez media masowe" Autorzy: Joanna Głuskowska/Tomasz Rowiński

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  1. Tomasz Rowiński, Ph.D. Cardinal Stefan Wyszynski University of Warsaw GENDER DIFFERENCES IN MASS MEDIA GRATIFICATION Joanna Głuskowska, M.A., PhD Candidate The John Paul II Catholic Univeristy of Lublin 27th International Congress of Applied Psychology 11-16 July Melbourne Australia
  2. THEORETICAL BASIS Uses & Gratification Theory from Katz, Blumer and Gurevitch (1974) perspective <ul><li>Media consumers are active users; </li></ul><ul><li>Needs are determinants of receptive activity; </li></ul><ul><li>Functional alternatives (media implosion). </li></ul>27th International Congress of Applied Psychology, 11-16 July Melbourne Australia
  3. MASS MEDIA IMPLOSION MODEL 27th International Congress of Applied Psychology, 11-16 July Melbourne Australia INTERNET
  4. MC QUAIL (1983) TYPOLOGY OF MASS MEDIA GRATIFICATIONS <ul><li>4 fundamental categories of common reasons for media use: </li></ul><ul><li>Information needs </li></ul><ul><li>Personal identity needs </li></ul><ul><li>Integration and social interaction needs </li></ul><ul><li>Entertainment needs </li></ul>27th International Congress of Applied Psychology, 11-16 July Melbourne Australia
  5. Studies on gender differences <ul><li>Lim, K. (2010) - Males liked playing multi-user online games especially in internet cafes with friends, while females enjoyed social networking websites. This implied that the patterns of computer use between males and females were different, while both genders similarly used computers for fun and socializing ; </li></ul><ul><li>Chen, S.Y., & Fu, Y. C. (2009) – Internet use and academic achievements ; </li></ul><ul><li>Jones, S., et al. (2009) - U.S. college students’ Internet use ; </li></ul><ul><li>  Willoughby, Teena (2008) – longitude study of Internet use among girls and boys. Being male significantly predicted both computer gaming and Internet use; </li></ul>
  6. <ul><li>Jackson, L.A., et al. (2008) - Culture, gender and information technology use: A comparison of Chinese and US children; </li></ul><ul><li>Joiner, R., et al. (2005) – males use more often online aplications. Particularly home pages, game websites, specialist websites, and downloading material from the Internet; </li></ul><ul><li>Wasserman, I.M., & Richmond-Abbott, M. (2005) - women access the web as frequently as men, but they communicate on the Internet differently than men, are online less than men, and surfing different types of websites than men. </li></ul>27th International Congress of Applied Psychology, 11-16 July Melbourne Australia
  7. <ul><li>Ministry of Higher Education and Science - N N106 099438 Gratification of personal needs through mass media in the contest of their role in people's personal lives - intergenarional difference </li></ul><ul><li>Partial results from actual investigation </li></ul>Gender differ e ncies in mass media use and gratification 27th International Congress of Applied Psychology, 11-16 July Melbourne Australia
  8. PARTICIPANTS The study sample consisted of 609 polish students. Average age of all participants is 21,5 years old. On this group: - 249 participants, 42% man; - 346 participants, 58% woman 27th International Congress of Applied Psychology, 11-16 July Melbourne Australia
  9. METHOD <ul><li>Media Gratification Force </li></ul><ul><li>Measuring the degree of needs gratification. </li></ul><ul><li>Respondents were asked to rate (used a 5-point Likert-type scale) Internet and non-media (social activities) ability to gratify needs which have been proposed by McQuail. </li></ul><ul><li>Cronbach’s Alpha: from 0.66 up to 0.87. </li></ul>27th International Congress of Applied Psychology, 11-16 July Melbourne Australia
  10. Integration and social interaction t(498.31)=-2.81; p<0.05
  11. INFORMATION NEEDS MALES FEMALES 27th International Congress of Applied Psychology, 11-16 July Melbourne Australia F(1)=8.53; p<0.005
  12. IDENTITY NEEDS 27th International Congress of Applied Psychology, 11-16 July Melbourne Australia F(1)=8.98; p<0.005 MALES FEMALES
  13. INTEGRATION AND SOCIAL INTERACTION NEEDS MALES FEMALES 27th International Congress of Applied Psychology, 11-16 July Melbourne Australia F(1)=0.66; p>0.05
  14. ENTERTAINMENT NEEDS 27th International Congress of Applied Psychology, 11-16 July Melbourne Australia F(1)=4.71; p<0.05 MALES FEMALES
  15. Conclusion <ul><li>Comparing Social and Internet gratification it has occurred that gender had impact on this interaction; </li></ul><ul><li>Internet still gratify males’ stronger than females’ needs according to ’’technological cultures of programmers”; Morahan-Martin; 1998); </li></ul><ul><li>In this scope, difference in integration and social online gratification is not significant; </li></ul><ul><li>Previous researches could be review from U&G’s perspective: </li></ul><ul><ul><li>Lack of difference in online time or Internet use could correspond to different gratifications; </li></ul></ul><ul><ul><li>Significant discrepancy in online activity connected to gender impact could be reconsidered (i.e. comparing to other mass media or not-m e diated activity); </li></ul></ul>27th International Congress of Applied Psychology, 11-16 July Melbourne Australia
  16. <ul><li>Hipotetical connection </li></ul>27th International Congress of Applied Psychology, 11-16 July Melbourne Australia WWW F WWW M ENT INF ID INF INT
  17. Further research <ul><li>Individualistic and collective culture; </li></ul><ul><li>Impact on gratification through others mass media; </li></ul><ul><li>Performance of online services; </li></ul>27th International Congress of Applied Psychology, 11-16 July Melbourne Australia
  18. Thank you for your attention! e-mail: [email_address] e-mail: [email_address]

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